Types of online advertising

The evolution of the Internet has allowed more and more digital advertising formats to be available on the market. In fact, there are many types of online advertising today that can be integrated into a single Marketing strategy, improving the visibility and sales results of your business through advertising.

Online advertising is at the forefront of a marketing campaign today. Do you know why this form of advertising was imposed? what happened to offline advertising? Or what types of online advertisements should you use? Today I'll explain it to you.

But before we start, here's how to start your business on the internet. Let's go !!

🌾 What is online advertising?

Advertising is usually an image, video, or GIF, which may appear in social media feeds or stories, in web page margins or pop-ups, before videos play, or in chat conversations.

Online advertising refers to the marketing strategy that promotes a product or service over the Internet. Its objectives include increasing sales, generating traffic, brand recognition and encouraging customer interaction.

This type of advertising is constantly evolving within marketing, Why ? Technological advances and their application in e-commerce are a must.

Campaigns need to be where there is a user, so every time technology takes a step, advertising needs to take it with it. We are talking, for example, about the incorporation of Artificial Intelligence in search engines or chatbots in the Customer Experience.

There are tools that we must keep in mind if we want to put our products or services online. Google Ads and Google AdSense are two of them.

Le premier focuses more on campaigns that revolve around search engines. The second, among online advertising types, looks for more interactive ads such as banners.

This is the least intrusive advertising that companies use with applications such as Facebook Ads or Twitter Ads.

🌾 Online Advertising Features

🍬 Campaign objectives

Each software to create campaigns has the function of setting objectives, which can be the sale of products or the acquisition of services, conversions, website traffic, brand recognition, wide reach of advertisements, user interaction, app downloads, etc. video views or communicating messages with prospects.

🍬 Accessible

Online advertising does not have a fixed price, but it is up to each company to allocate a certain amount of resources for the promotion of its brand. It is therefore a functional tool for small and medium-sized companies, as well as for large international companies.

🍬 Segmentation

This is a marketing practice that allows you to divide your target audience into one or more groups based on similar demographics, interests, beliefs, behaviors and personalities.

In this way, you can create more personalized advertising and with greater possibilities of capturing the attention of potential customers.

🍬 Exhibition 24/24

Another of the most notable features of this type of advertisement is that it is in action to be shown to users 24/24, during the campaign period. This modality, which is not subject to office hours, opens the door to more sales.

🍬 Measurable results

All user actions generate data that helps determine whether online advertising is working or not.

Whether it is a click, an ebook download, browsing time on the brand site, number of likes and reactions on a social media post, among others, they provide performance measures.

🍬 Creative content

Since it has multiple exposure formats and channels, it represents a wide range of possibilities for making ads that cause different feelings among users.

You can tell a story, use original images, create a fun advertising claim, and more.

🌾 Advantages and disadvantages of online advertising

This type of advertising is gaining more and more traction with brands and companies given its multiple advantages.

🥜 Benefits of Online Advertising

Business Development. A brand, using digital advertising and ad serving tools, can find new prospects interested in its products or services.

Sales increase. Inevitably, by having a larger audience, the chances of new purchases also increase, the main objective of the company.

Low cost. Compared to advertising in traditional media such as television or radio, it is much cheaper, it even adapts to the budget of each company.

Greater range. It is no longer just a local approach, but you can promote a brand in other cities, or even in countries on other continents.

Innovation. With advances in technology and artificial intelligence, new ways to create ads that are more engaging to users are emerging every time.

Continuous monitoring. Advertising programs and platforms allow you to monitor the results obtained in real time, in addition to allowing corrections for better performance.

🥜 Disadvantages of online advertising

Like everything, online advertising also has its drawbacks:

It depends on the internet. Only users with internet-connected devices will be able to view online advertising. Platform management. Each social network, web page or search engine has its own software for posting ads, so each requires certain knowledge and practices.

Lots of competition. Since it is a very accessible and international type of advertising, many brands also try to capture the attention of users.

Consumer mistrust. As a result of cyberattacks, theft of personal and banking data, fake seller scams, among other tricks, many people reject or mistrust online advertisements.

🌾 Types of online advertising

🍢 Native Advertising

Unconventional advertising on the network is known by this term. In other words, it avoids banner formats or sponsored content to use a strategy that aims to gain the trust of users by proposing solutions to their problems.

Many tools can be used, although one of the simplest is creating a blog. In said publication, topics related to the sector are treated, but not specifically advertising, but of interest and for the usefulness of the user.

From there, with SEO, Mail Marketing and lead nurturing, it is possible to offer the content adapted to the phase of the sales funnel in which the potential customer is.

🍢 SEO and SEM ads

Both are search engine positioning strategies. Online advertising is both organic and paid, as the goal of both is visibility and conversion. They would therefore fall under the types of online advertising.

If we want our campaign to reach the first page of Google search, we need to invest both money and time in keyword selection and optimization or a link building strategy.

For its part, the SEM is a method of payment by which one can be present in the form of advertising in the first positions of the SERPs.

🍢 Mobile advertising

Despite the fact that there are specific mobile advertising formats, it is recommended that all advertising campaigns you run adapt to these devices, or are issued under the responsive typology that automatically displays in appropriate dimensions according to the screen sizes.

Today, all users use mobile phones and tablets, and access the network several times a day thanks to them. In fact, according to Google, mobile traffic already surpassed desktop traffic in 2016.

Therefore, if you are not already betting on them, it's time to take the leaps. Not only will you get greater reach and interaction with your advertising, but in a complementary way.

🍢Social Media Advertising

Social media is an important part of almost every user's life. These are channels they connect to several times a day and on which they communicate, share and often give their opinion.

Generating advertising campaigns that have these formats is essential to generate a brand and attract new customers potential. In addition, they can be the ideal space to launch products or services aimed at very specific targets due to the segmentation possibilities offered.

Both in terms of conversion, and for implementing branding and association strategies with certain concepts, they are a good alternative. Here's how to choose the best social network for marketing your business.

🍢 Retargeting or Remarketing

Reminding your brand to users who have visited you before or shown interest in your page is a strategy that can achieve very good results in terms of conversions.

Remarketing brings a banner unique to you to the screens of people who have visited your website before. no matter what site they are on.

With this technique, it is important, when betting on digital advertising formats, take this into account. These types of ads are great for making sales, but they're also very relevant to gain notoriety.

It can be contracted through search engine advertising management tools, such as Google Adwords. Learn more about retargeting new customers.

🍢 Email advertising

The digital advertising format of email marketing is not new, but it has reappeared strongly lately. Conversions with these campaigns in Spain are among the best in Europe. Additionally, with automation tools, highly profitable conversion goals can be achieved.

If you take into account that getting a client costs more than 7 times more than keeping a current client, betting on this type of advertising is a great idea. In learn more about email marketing.

🍢Digital display

Although its name is still little known, it is gradually insinuating itself into the lives of users and it will be a common reality in the years to come. To define it, we could say that it is the technological evolution of traditional outdoor advertising.

Advertising panels, mupies, windows, telephone booths or any other support incorporating a screen are used. The effectiveness of this type of promotional communication lies in its great ability to attract the attention of the potential customer and surprise them in the most everyday moments of their life. 

🍢 Online Videos

Video marketing is one of the best ways to do marketing these days. Audiovisual content is a great entertainment resource for users. Betting on them as an online advertising format is a great idea.

???? Forms of advertising

To know the basics of advertising, it is essential to understand its different forms. Each form is based on a conception of the consumer that we want to influence.

Informative advertising

This form is useful at the beginning of a product's life cycle. Its objective is to inform the consumer about the existence of a new product, its characteristics, qualities, etc.

persuasive advertising

It is the dominant form in a competitive universe. It aims to convince with rational arguments (proof, demonstration) in order to create a preference for a brand, encourage loyalty, etc.

mechanistic advertising

Here, we assume that the consumer adopts reflexes out of habit and we therefore create automatisms at home. We play on repetition, the simplicity of the message, an effective slogan...

suggestive advertising

This form is based on a psychological approach to the target. We play on the unconscious mechanisms and the influence of the image on our senses. Suggestive advertising plays on several mechanisms: pleasure (unpleasure), fantasy, identification.

Projective advertising

This form highlights the fact that the product affirms the consumer's membership in a group or that it allows access to a new social group corresponding to his motivations.

Nowadays, advertisers try to optimize sales by combining several forms of advertising and putting the maximum chances on their side to influence the customer to buy a product that he feels he needs. Reminder and after-sales advertising are also other forms to use.

???? Advertising VS Marketing: what is the difference?

There is a common confusion between the marketing and advertising. Ultimately, both activities aim to sell a product or service. Would they be the same thing?

No, there is a difference. To better understand, let's take a traditional marketing concept: the Marketing Mix, also called the 4 ps of marketing or the marketing mix.

Price, place, product and promotion are the four basic elements of a marketing strategy, and the balance between them makes a brand stronger with its target audience. In the P for Price, you have to think about business costs and profit projections, but also about the profile of the target audience, who must be willing to pay that value.

Le P of Place refers to the places where you offer your products, such as the physical or virtual store, as well as the distribution and storage channels.

Le P of Product involves strategies on the tangible (color, shape, packaging) and intangible (quality, reputation, status) attributes of the product.

But it's in the Promotion P that we want to focus on for this article, because that's where advertising comes in.

Promotion are all strategies for spreading the product to reach the target audience. Advertising is one of them, but it can also involve print consulting, public relations, sponsorships, among others.

🔰 Tips for a successful advertising campaign

Effective advertising reaches potential customers and informs them of your products or services. Ideally, the advertisement should capture the attention of potential customers and entice them to use your product.

Either way, all of your ads should be clear and consistently reflect your company's unique positioning statement.

⚡️ Use a catchy title

People scan things quickly. They come into contact with so many advertisements every day that they cannot read them all. That's why you need to make sure your ad captures and holds their attention. You do this with an effective headline.

The greatest advertiser in history, David Ogilvy, said, “On average, five times more people read the headline than the body copy. When you wrote your headline, you spent eighty cents on your dollar. »

The question you need to ask yourself is " Who are you trying to attract ? What would catch their attention?

🥀 Make them an irresistible offer

Consumers love a good deal. So give them a good one to keep them coming back again and again. Whether you're offering an unbeatable price, a free trial, free shipping, or a bundled plan, do everything you can to offer a good deal to your customers will help you succeed.

Once you've come up with your irresistible offer, be sure to advertise it proudly. When people see that you have something great to offer them, they will have a hard time resisting it.

To determine how much you can spend on a launch product or service, think about overall customer value, the amount a customer will benefit a business over time, for your business.

⚡️ Emphasize your competitive advantage

It is essential to highlight the benefits that your company brings to its customers. They need to know exactly what you offer, as well as your competitive advantage over other brands.

Customers need you to tell them exactly what they want from you so they can confidently invest their money in a business that will bring them more benefit than any other competitor.

The trick to effective advertising is to make sure your business stands out from the competition. Customers want to see the best of the best and need to know why it's important for them to choose you.

Your business must establish a strong brand image, attractive and reliable, thus becoming more integrated into its memory than competing brands.

🥀 Watch your ads

Be sure to pay close attention to your ads once they go public to see what works and what doesn't.

Keep going and be sure to ask new customers where they first heard of you to see exactly where your campaign was most effective. Use trackable CTAs if possible.

This will make it easier for you to develop your next effective advertising campaign by analyzing these results to ensure that you are not duplicating any errors.

⚡️ Don't try to be everything to everyone

No product or service will please everyone. Many business owners, including corporate executives, try to find ways to reach every market.

Generally, it does not work. This can be catastrophic for small businesses, which cannot afford to spread themselves too thin. Therefore, find your market and be all you can be to that audience.

🥀 Segment your target market as much as possible

Segmentation is the process of dividing the total available market or universe of potential customers into more personalized chunks. An essential element for a good strategy is to segment your target market as much as possible.

In other words, you need to know your target person well, get more information about what they like: who your buyers are, what problems your product or service solves, and how you can reach them.

It is also important to know data such as their age groups, country or geolocation, as well as their tastes and preferences, their interests, their lifestyle, the devices from which they browse, etc. Even the browser they use. You can therefore launch more personalized campaigns to avoid the advertising fatigue.

⚡️ Promotions and giveaways for your social media followers

One way to attract more visitors to your social networks, get more subscribers and give more publicity to your business is to do promotions in which you offer something to network users.

You can offer samples of your product. The dynamics that manage to attract more subscribers are sharing and setting up hashtags, answering questions and tagging friends, sharing and liking, etc. Another good idea is to give a discount for purchases or a referral code.

About example : “The first people to access the inbox receive a discount code. »

Another option is: “share this code with a friend and get a discount”. Or you can also give away points, memberships, purchase bonuses or upgrades to your product to refer friends who buy what you offer.

The important thing is to take advantage of social networks to promote yourself and, in addition, obtain statistical data from your subscribers.

🥀 Feature apps, plugins and notifications

If you already have a website, you can enlist the help of an app developer to help you implement yours.

The function of an application can range from remembering information or saving interesting data to purchasing online or making contact. Before rejecting this option, think about this example:

If you have a pastry shop, you might have an app for ordering from home. Or the one that lets you see the menu and offers a discount if you book from the app.

If you run a grocery store, an app that lets you make a shopping list, save your preferences, or suggest something you've bought before.

In other words, it doesn't matter that your business is not an electronic service. Your app can even be just a tool that gives your contact details, outlets, map location, and blog with news.

You can opt for a strategic alliance with Youtubers who talk about the product or service. You can also generate your own quality content to achieve organic search engine rankings. But before you leave, here are some Tips for succeeding in entrepreneurship.